Tropical Smoothie Café has launched a new brand identity and customer experience as the company continues its rapid expansion.
The smoothie chain debuted a "brand transformation," created in partnership with global branding agency JKR, designed to bring its "Eat Some Good!" marketing tagline to life and support its next phase of growth. Tropical Smoothie opened its 1,700 location in April, putting it on track to reach more than 1,800 cafes by year-end.
With a development pipeline of more than 900 cafes across 44 states, Tropical Smoothie also has plans underway for international expansion. The company surpassed $1.6 billion in system sales over the 12 months ended in June.
"We are a company and a brand that has evolved significantly over the last few years and really over the last 10 years," CEO Max Wetzel told CNBC. "We're thinking about what our next 3,000 cafes look like, and so it's a perfect time for us to roll this out."
As part of the rebranding, the company said it will roll out a redesigned, more unified web and app experience over the next several months that reflects "the spirit of the brand itself." Customers will be customize their favorites, access loyalty ...